Fiji Me at risk in brand strategy

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Tourism Fiji is searching for a single advertising agency to handle its global “masterbrand” strategy following an extensive review last year into the effectiveness of its marketing.
The government has instigated the search with the successful agency tasked with developing and implementing “an exciting new Global Masterbrand Strategy”.
Speculation is mounting that the restructure could spell the end of the Fiji Me campaign.
“The successful advertising agency will be required to develop a new Tourism Fiji global brand idea and communications style which will be adopted and implemented locally in each of Tourism Fiji’s international markets,” Tourism Fiji said in a statement. “The agency will also be required to implement media campaigns in its local market.”
Fiji’s advertising in Australia is currently handled by Sydney-based PMA Communications and in New Zealand by Barnes, Catmur and Friends. Both will be invited to take part in the tender process along with incumbent agencies in other markets.
The process will be completed before June.
Tourism Fiji said it expects the successful agency to be based in Fiji, Australia, New Zealand or the US.
The new approach follows a review carried out in 2011 which, according to the tourism body, “highlighted the opportunities available to Tourism Fiji in taking a global approach to brand communications as it works hard to ensure a maximum return on its investment”.

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